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These are some preliminary thoughts about medical marketing.

1. Any group of physicians treating  patients  must  have  a
name under which it is organized and incorporated. This name
should appear on the letterhead  and  on  all  (promotional)
publications of the group. The name should indicate the pro-
fessional nature of the group, its institutional affiliation
and its geographic location. (cf. "Ophthalmic Consultants of
Boston") In order to draw from the widest spectrum of poten-
tial  patients,  it  should not specify any given disease or
organ system. It should not frighten patients with the  name
of  a  disabling  or fatal disorder, such as cancer or renal
failure. "New England Center Medical Associates" is one name
that might meet these specifications.

2.  Such  an  organization  should  promote itself under the
names of specific issues which are of broad public  concern:
e.g.  "Hypertension Prevention and Treatment", "Juvenile Di-
abetes",  "Adult  Onset  Diabetes",  "Renal  Insufficiency",
"Dialysis", etc.

3.  For  the  optimum chance of surviving in the market, the
organization should attempt to provide services to as  large
a  proportion  of  (paying)  patients that apply to it as is
feasible.  Subject to the constriants of efficiency, such an
organization  should avoid rejecting patients on the grounds
of specialization ("Dr. Meyer does not fit  contact  lenses.
Dr.  Meyer  does not perform corneal refractive surgery.  We
don't treat uncomplicated diabetes.  Kidney stones  are  not
within  our specialty. Pheochromocytomas are not the sort of
hypertension we are interested in.)  Don't try to dictate to
the  market:  be responsive to the market and let it dictate
to you. Make patients with non-organic, functional disorders
feel comfortable and accepted.


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Copyright 2005, Ernst Jochen Meyer
